How To Overcome 10 Content Marketing Challenges

Writer:
Brianna Anderson
Editor:
Kaia Smith
Published: Jan 25, 2024
Last Updated:
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Nowadays, there are a range of digital tools making it easier than ever for companies to create informative and engaging content. Businesses such as Wendy’s and Taco Bell delight audiences with their quirky social media posts. Breweries and dentist offices post TikTok videos of their staff doing the latest trendy dance or challenge. Countless other companies produce educational blog content and podcasts. 

Some brands seem to produce top-ranking articles and viral social media posts effortlessly. But creating compelling content is often more complicated than it looks. Many businesses encounter content marketing challenges that prevent them from reaching their audiences and accomplishing their goals. 

This guide covers 10 common challenges faced by marketing teams and strategies to conquer them. We’ll also take a closer look at several emerging obstacles you may encounter. 

How Is Content Marketing Changing and Why Is It Challenging?

Content marketing has evolved rapidly in the past two decades. The rise of social media and other forms of digital communication means content creators must navigate multiple distribution channels. At the same time, the content landscape has become increasingly crowded as companies of all sizes compete for the attention of potential customers. The recent emergence of generative artificial intelligence (AI) has also led to a flood of new — and often low-quality — content. 

The good news is that digital marketing pays off for many organizations. According to Semrush’s State of Global Marketing: 2023 Global Report, 97% of business owners and marketers have some degree of content marketing success. Still, many companies face obstacles that limit the effectiveness of their marketing endeavors. 

10 Common Content Marketing Challenges and How To Overcome Them

Content marketing involves many steps, from developing ideas to analyzing engagement data. Even the most experienced marketing teams can run into problems along the way. Fortunately, there are many ways to navigate these content challenges. 

1. Finding Writers With the Right Expertise

Hiring knowledgeable content creators is one of the biggest challenges businesses face. Writers who lack industry expertise may produce shallow, inauthentic, or downright incorrect content. For example, they might damage your brand’s credibility by misusing technical jargon. Or they could give dangerous advice if they don’t understand how to use one of your products safely. 

Some companies hire in-house writers, while others rely on freelance content creators. No matter which option you choose, it’s essential to look for candidates with several years of experience in your field. You should also request relevant writing samples to gauge their industry knowledge and skill level. 

A content marketing agency can streamline this process by connecting you with pre-vetted freelance writers. They can also help you develop a content strategy that fits your goals.

2. Generating High-Quality Content Consistently

Let’s face it: Creating a steady stream of engaging and relevant content is no easy feat. You might feel like you’ve exhausted your creativity and struggle to brainstorm new content ideas. It’s also common for content quality to decrease over time if marketers feel pressured or stressed. 

Developing a content marketing calendar can help you plan and implement a consistent production schedule. Decide where and how frequently you want to publish content and map out the topics for the next three months. 

You should also focus on creating valuable content that educates, entertains, or motivates your audience. Trend analysis tools such as Ahrefs and Google Trends can help you develop fresh topics. You can also monitor the social media posts of your competitors and popular hashtags to identify trending topics in your industry. 

Outsourcing some or all of your content creation can also improve quality. For example, you might produce monthly research papers in-house but hire a freelancer to create weekly blog posts. This approach can increase production and prevent burnout.  

3. Aligning Content With Audience Profiles and the Buyer Journey

Even the best content won’t help you achieve your goals if it doesn’t resonate with your audience. You might make high-quality videos highlighting industry trends, but they won't be very effective if your audience prefers to read white papers. Or your articles may address people who have already bought your products, but you may be limiting yourself if you don't have any content for those still considering their options. 

Gain a deeper understanding of your target audience with audience profiling. This process involves creating buyer personas that represent your ideal clients. For instance, if your business sells camping gear, your customer personas might be Wally the Weekend Warrior and Brittany the Boondocker. 

Next, conduct market research to identify your primary customers’ habits, interests, and preferences. Investigate where you can find these audiences and tailor your content accordingly. You should also map the buyer journey and produce content for each stage. 

4. Identifying and Leveraging Your Audience’s Preferred Channels

Figuring out how to connect with your audience can be surprisingly challenging. You might assume your target audience uses Facebook, but they spend most of their time on Instagram and YouTube. Similarly, you could waste hours crafting the perfect marketing emails when your customers would rather receive text messages. 

Customer surveys and feedback forms can provide insights into clients’ preferred communication channels. You can also use social media and website analytics to track user engagement and identify new content marketing trends. Finally, don’t underestimate the power of competitor analysis. Research how similar companies interact with their audiences and strive to beat their performance.  

5. Repurposing Content for Multiple Channels

Many content marketers struggle to recycle their content across their distribution channels. You might hesitate to repurpose a lengthy blog post for social media or worry that your message will become too repetitive. 

But with a solid marketing strategy in place, you can effectively repurpose one idea into multiple types of content. For example, you can transform key ideas and quotes from your blog posts into a series of social media posts. Or, create colorful infographics to share data from white papers on your website and social media. Additionally, you can compile relevant blog posts and videos into emails for your subscribers. 

6. Identifying and Leveraging Valuable Industry Trends

Industry trends evolve quickly, so it’s easy to fall behind. You could create outdated content or miss out on opportunities to promote products that address emerging challenges in your field. 

Keep your finger on the pulse of your industry by attending events and networking with experts. Social media listening also reveals new content trends. Pay close attention to popular hashtags, posts in community spaces, and influencer content. 

When you identify relevant trends, act fast. Look for ways you can connect the trend to your brand. For instance, B2B marketers could collaborate with industry experts to create thought leadership articles or produce micro-content such as 30-second videos. 

7. Optimizing Content for the Entire Search Experience

Internet users have access to vast quantities of information, so it can be challenging to get your content in front of your audience’s eyes. A stellar blog post won’t get much attention if it ranks low on search engine results. 

Content optimization makes it easier for your target audience to find you. Keyword research tools such as Ahrefs and Semrush identify relevant words and phrases people often search for. Incorporating these keywords in your content is a simple way to increase organic traffic. 

AI content optimization can also help you extend your reach. Experiment with ChatGPT and other AI writing tools to generate lists of keywords or suggested topics. This technology can improve search engine optimization and help you fill your content calendar.  

8. Crafting an Effective Content Promotion Strategy

The content creation process doesn’t end once you publish your article or social media post. You must also figure out how to promote your content to the right audiences. Many marketers struggle with this step and feel disappointed when their amazing content only gets a few views. 

You can use many content promotion strategies to share your ideas. Repurpose longer written content for social media posts and add engaging graphics. Social media influencers may be happy to reshare your posts if you take the time to develop relationships with them. Some content marketers also use paid social promotion to advertise blog posts and other types of content. 

9. Managing Stakeholders’ Expectations When It Comes to Results

Stakeholders who don’t have content marketing experience may have unrealistic expectations. They may see viral content from competitors and wonder why their marketing team hasn’t had the same success. It’s also common for stakeholders to feel disappointed if a new content marketing strategy doesn’t have a high return on investment. 

Setting clear and realistic content goals will help you manage these expectations. For example, you could aim to get 50 new social media followers monthly or increase your content marketing ROI by 25%. Delivering regular progress updates will also keep stakeholders in the loop. 

10. Measuring the Effectiveness of Your Content Marketing Efforts

Assessing your content marketing’s performance can be tricky. You might wonder if anyone sees your blog posts or if those who engage with your social media posts end up buying your products.

Using data analytics allows you to measure the impact of your content marketing campaigns. Many email and website providers let you gather important data, including click-through rates, page views, and time on page. Social media platforms also provide engagement data and other key performance metrics. 

This information can help you evaluate the effectiveness of your content marketing strategy and identify areas for improvement. Let’s say website analytics reveal that your blog posts only get a handful of views, while white papers have consistently higher engagement. Based on this information, you could work on optimizing your blog posts or focus on creating more white papers. 

What New Challenges Does the New Content Marketing Era Bring?

Recent technological and workforce changes have inspired many companies to rethink traditional marketing strategies and embrace new methods. 

Search Engines’ New Standards Call for De-Optimization

Search engines routinely update their content standards to ensure users receive relevant search results. Google’s 2023 Core Algorithm Updates prioritize helpful, original content. Meanwhile, the search engine demoted low-quality and AI-generated content. 

This change encourages content marketers to prioritize quality and originality over keywords. Marketers should also aim to create authentic content from trustworthy thought leaders instead of relying on AI. This meaningful content will rank better and improve audience engagement. 

High Competition Puts Brand Voice Front and Center

69% of businesses planned to spend more on content marketing in 2023. As more companies invest in content creation, the landscape has become increasingly competitive and crowded. 

Developing a distinctive brand voice is one of the most effective ways to stand out and impact your audience. Start by defining your brand personality. For instance, do you want your clients to view you as authoritative, serious, funny, or playful?  

Consider your audience’s interests and expectations as you design your company's personality. For example, a sarcastic brand voice may be compelling for Gen Z customers but off-putting for business executives. 

Next, create content that reflects your brand personality. You can also increase engagement by sharing personal stories and interacting with your audience through comments and messages. 

Generative AI Disrupts the Content Creation Scene

The emergence of ChatGPT and other generative AI tools has shaken up the content marketing industry. This innovative technology helps marketers brainstorm new ideas and create more personalized content. 

However, generative AI poses several risks for marketers. Tools like ChatGPT can “hallucinate” and produce incorrect information. AI-produced content also frequently lacks the humanity and nuance of human-created content, which may negatively affect your brand reputation. 

Lack of Resources Drives the Need for Optimizing Content Ops

Content optimization requires time and skilled staff. Many companies lack the human and financial resources to create, distribute, and update their content effectively. 

Compose.ly’s webinar on content operations discusses strategies to optimize content creation processes and improve efficiency. Content agencies can help businesses boost content production and refresh outdated or underperforming articles. 

Overcome Your Content Marketing Challenges With Compose.ly

Content marketing strengthens customer relationships and promotes your brand. However, implementing it successfully can be challenging, even for seasoned marketers. Many companies struggle to produce effective content at the right time for their target audiences. The growing popularity of AI technology has also made content creation more complex and challenging. 

Compose.ly can help you overcome these obstacles and achieve your content marketing goals. Our expert writers produce high-quality, optimized content that improves visibility and strengthens your brand identity. Request a sample today.

Need help developing and executing your content strategy? Compose.ly has you covered.
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